Consumer Behavior Report: Analyzing McDonald's 'Proud Papa' Ad

This report analyzes McDonald's 'Proud Papa' advertisement, focusing on its impact on consumer behavior. It examines the advertisement's use of storytelling, targeting families with school-aged children, and the portrayal of human characteristics in animals. The report discusses the advertisement's strengths, such as its ability to evoke positive emotions and appeal to a broad audience, as well as its limitations, including the lack of focus on the variety of McDonald's food products and the potential for promoting negative behaviors. The report concludes by recommending improvements, such as showcasing a wider range of food options and modifying the script to convey a more positive message. The analysis highlights the importance of understanding consumer behavior in advertising and the need for companies to consider both the positive and negative impacts of their marketing campaigns.

Running head: CONSUMER BEHAVIOR
Consumer behavior
Name of the Student
Name of the University
Author Note

1
CONSUMER BEHAVIOR
Executive summary
The aim of this report was to focus on the evaluation associated with the study of consumer
behavior that is based on a commercial advertisement of the well-known fast food company
called McDonald. This advertisement by McDonald, which is known as “Proud Papa”, was
uploaded via YouTube in 2010 and was broadcasted in 2011. It presented two brown bears
that represented father and son. The main story of the advertisement was that due to the son,
bear’s excellent school report the father wanted to treat his son with McDonald’s food and so
they attacked a car in which the passengers were enjoying fries, burgers and drinks from
McDonalds. However, the main reason for selecting this advertisement for endorsing the food
of McDonalds was to signify the flexibility of McDonald’s food that it can be used in
different occasions and on the other hand, due to this kind of a story in which animals are
portrayed to have human characteristics it can attract many children along with their parents.
Moreover, for this advertisement the customer segmentation has been done on three bases,
which are demographic, geographical and behavioral. This advertisement seems funny as
well as relaxing for the audiences and thus it further motivates the desires of the customers
for having McDonald food. Few limitations are also identified through this advertisement,
which are that they have not highlighted their diversity of food products and though the story
of the advertisement seems amusing but it in influencing wrong behaviors. The reports finally
conclude by recommending on these limitations that they should have provided other food
options and they should opt for a positive script.

2
CONSUMER BEHAVIOR
Conclusion
Therefore, from the above report it can be deduced that though the commercial
advertisement of McDonald has been amusing and soothing for their targeted customers but
for the humanized society, it has been observed that they have promoted violent behavior.
This advertisement, which is known as “Proud Papa” by McDonalds, was mainly broadcasted
to attract their targeted customers who were those families, which have children of school-
aged. McDonald is among the leading fast food retailing chain globally, which offers a broad
range of foods and beverages for their customers. However, the main reason behind selecting
this particular advertisement for promoting their organization was mainly that it has
highlighted the flexibility of McDonald’s food, which can be easily consumed in any
occasion. Secondly, it is impressive as well as significant mainly to children and their parents
who are targeted by the organization. However, the limitation in this advertisement is that
they have not promoted their variety of food products and have rather shown wrong behavior,
which can influence the adolescents. Therefore, improvements, which are required in this
commercial advertisement of McDonalds, are that they should display their other variations
of foods and beverages in their advertisements so that the audiences are left imagining about
the delicious options they can avail if they visit McDonalds. Further, the script should be
modified in such a way so that the story reaches the audiences in a much positive way
without influencing the children for any wrongful act.